StyleSeat

StyleSeat is a marketplace and scheduling platform that connects independent beauty, wellness, and fitness professionals with clients ready to book.

During my tenure at StyleSeat, I led two major product redesigns, overhauled the onboarding experience, and introduced numerous new features across the platform. I regularly conducted user research with both professionals and clients, ran extensive A/B testing, and partnered closely with Product, Engineering, and Leadership teams to inform decisions and drive measurable improvements. I also played a key role in building and evolving our design system to support scale, consistency, and velocity across teams.

2019-present

Pro Onboarding

New professionals were excited to join StyleSeat, but friction in the onboarding experience slowed momentum and delayed value realization. The existing flow relied on static checklists and long, unstructured trial periods, resulting in inconsistent engagement and slow activation.

These insights shaped an onboarding experience centered on progress, motivation, and simplicity — helping new professionals move confidently from sign-up to first booking, faster.

Case study available upon request

2x

Doubled P1C profile completion from 28% to 58%, the baseline requirement for listing on StyleSeat.

17%

With better profiles being completed, we then saw a 17% lift in Search to booking completion.

21%

We saw an increase of 20% of Pros receiving their first new client within their first 7 days.

New Client Connection

Empowering professionals with control, clarity, and confidence

New Client Connection (NCC) is StyleSeat’s flagship growth program and the #1 reason professionals join the platform. Through StyleSeat’s marketplace and marketing features, NCC connects pros with new, high-intent clients they wouldn’t otherwise reach — driving early revenue and long-term retention.

Despite strong demand, the program faced a critical trust and clarity challenge that limited adoption and monetization.

We introduced an Accept / Decline flow that put professionals in control at the moment of connection.

Case study available upon request

12%

Increase in monetization rate.

Top Pro Program

Search ranking was one of the most powerful levers for new client acquisition, yet it was largely opaque to professionals. Internally, algorithm improvements increased relevance, but externally, pros felt disconnected from how outcomes were determined.

Key challenges I partnered with Product, Data Science, and Growth to address:

  • Professionals didn’t understand why they ranked where they did

  • Ranking felt out of their control, reducing motivation to invest in improvement

  • Top Pro status appeared exclusive rather than attainable

  • Algorithm changes risked eroding trust without clear education and feedback loop

Case study available upon request

9.5%

monetization rate increase for non–Top Pros

2%

+2% lift in overall monetization rate across StyleSeat